Enhance Your Annual Campaign

13 Practical Things You Can Do This Year to Enhance Your Annual Campaign

Change from "Annual" to Quarterly. Why do people give? Because they were asked. But what if your once-a-year-opportunity isn't delivered or arrives at a bad time? Opportunity lost. Consider giving supporters quarterly opportunities to invest in your mission...in a variety of ways. Combine email and snail mail. Vary the vehicle size and shape. If it doesn't get opened, the appeal letter is worthless.
 
Leverage Supporters.  Take advantage of your supporter's networks. Give current donors, volunteers, and board members a sample 'blurb' each month to post on their FaceBook or other social media outlets, telling why they give, why the volunteer, why they are involved. Ask them to modify the blurb to capture their personal touch. Include an embedded link to your website "Give Now" button.
 
Spiff Up Your Web Site. You DO have a "Give Now" button on your web site, don't you? Include personal stories from current supporters or clients that create high impact and give people a reason to click!
 
Clean Up Your Database. Nothing is worse than sending campaign opportunities to someone over and over with the name spelled wrong, to someone who is deceased, etc. Database maintenance is a critical activity that is ongoing.
 
Engage the Board. Ask them to host an event at their home or office. Design a Non-Event to leverage their contacts. These are fun to send and receive. Contact Me for Details.
 
Watch your You:Me Ratio.  Here is a test. Take out your most recent appeal letter. In red ink, circle the"We""Us""Our""Agency Name."  In green ink, circle the "You" "Your." If there is more red than green, your ratio is off. Remember, the message is not about what you need, but about how the donor will benefit from making an investment in your mission.
 
Personalize the Appeal Letter. Get the board together to sign appeal letters, write personal notes in the margins or attach post-it notes to the letter. The donor already knows what the letter says when they receive it with your return address!  What a donor remembers and will respond to it the personal notes from someone they know. Um, and NEVER EVER send a letter to "Dear Friend!"
 
Segment Your Appeal. Modify your appeal to different segments of your donor database or prospect list. Not everyone gets the same letter. Include a specific thank you for previous donor's gift and a specific request to match or increase that gift. Ask prospects to invest at a specific level.
Break it Down. Connect the donor with what her investment will do. For example, $25/month will provide food for a hungry family of four. $100/month will shelter a homeless teen...you get the idea.
 
Start with a Thank You Campaign. A couple of weeks before you send an appeal, board members get together to call and thank the top % of your givers. Just thank. That's all. Not ask for money.
 
Create a Matching Campaign or Challenge Campaign. A major donor challenges others to match his gift. A corporate or foundation funder challenges others to donate at a certain level.
 
Allow for Pledges and Payments. Especially for larger or multi-year investments. Encourage these and create a mechanism to remind and accept payments.
 
Make Thanking a Priority! The old rule of thumb in direct mail fundraising is 48 hour turn around on acknowledging a give. If it takes 2 or 3 weeks to acknowledge a donation, your message is wrong, wrong, wrong!  Use the thank you vehicle as a way to connect the donor with the result of her gift. Personalize it.